Advancing The Issue: Celebrity Political Endorsement

Oprah Winfrey Has Come Under Fire From Her Fans For Her Endorsement Of U.s. Sen. Barack Obama, D-ill., For President.

Oprah Makes A Professional Gamble

December 16, 2007|By COLLEEN MASTONY/Chicago Tribune

CEDAR RAPIDS, IOWA — Oprah Winfrey had just come through freezing rain and blowing snow, glamorously dressed, of course, in a lavender velvet jacket and shiny black heels. As she stepped onto the stage of the vast indoor arena, dozens of television cameras rolled, flashbulbs popped and the crowd roared.

But in the down-home way that has arguably made her the most accessible superstar in America, Winfrey kicked her celebrity status down a notch with a self-effacing quip.

"As we were slipping and sliding on the highway, I said, 'Nobody is going to be there,'" deadpanned Winfrey, her hair coiffed into loose ringlets, her eye makeup just so. "'Nobody is going to be there, 'cause I know where I would be: home in my pajamas, with my footsies on!'"

The crowd exploded with laughter, more flashbulbs lit up around Winfrey and the U.S. Cellular Center trembled with deafening applause. It was a signature moment for the queen of talk, whose empire is built on her ability to connect with an audience, the knack for giving regular folks the feeling that, despite her estimated net worth of $2.5 billion, she is one of us.

Winfrey made her first foray on the campaign trail last weekend, lending her celebrity appeal to U.S. Sen. Barack Obama, D-Ill., in a swing through Iowa, New Hampshire and South Carolina and drawing 70,000 people, some of whom wore buttons that read "Oprah for VP" and waved signs that read "Oprah + Obama (heart)."

But not every Oprah fan is overjoyed about the star's leap into the political fray. Some believe her appearances could backfire, alienating viewers and angering fans.

Daytime devotees have lashed out on Oprah.com message boards: "OPRAH IS A TRAITOR!!!!" said one message. "In bad taste," declared another. "I will never watch your show again," wrote a third.

Indeed, Winfrey's step into the often bitter world of partisan politics is a risky move for a woman who has carefully crafted her image to appeal to a broad and diverse audience. With shows about "favorite things" and her "angel network," Winfrey has long been a uniter - a woman who has transcended race, class and political divides - and brought women together with feel-good, mass-appeal slogans such as "Live your best life!" Now, her endorsement has shaken her fan base and threatened to splinter her viewership along partisan lines.

Some irate fans say Winfrey should continue her support of women by endorsing U.S. Sen. Hillary Clinton, D-N.Y. Others contend the talk show host should remain nonpartisan.

Entertainment executives have discouraged celebrities from speaking about politics.

"The moment a star opens their mouth and endorses one candidate, they alienate half their viewership," said Steve Ross, a professor at the University of Southern California who is writing a book about celebrity endorsements.

Charlie Chaplin, Jane Fonda and the Dixie Chicks are on the long list of entertainers who have ventured onto political terrain and afterward suffered the wrath of furious fans.

"Stars are part of our fantasy world," Ross said. "And when our fantasy figures step off the stage and begin to preach politics, it's like throwing a cold towel over our faces."

What's more, celebrity endorsements generally have little impact. Bruce Springsteen and Michael Jordan endorsed candidates in recent presidential elections; Springsteen gave his nod to Sen. John Kerry, D-Mass., in 2004, and Jordan filmed a commercial for Bill Bradley in 2000. But neither endorsement made a difference, experts said. And neither politician, of course, made it to the White House.

Some believe Winfrey, with her near ubiquitous presence in today's media landscape and her golden touch when it comes to product endorsement, could be different. According to a recent study by the Pew Research Center, Winfrey is more influential than most celebrities, ranking on par with Bill Gates and slightly behind Alan Greenspan. And although nearly 70 percent of people said Winfrey would not influence their vote, about 60 percent believe she will help Obama's candidacy.